As biodegradable denim gains heavy popularity in the fabric space,  a California-based apparel label called Outerknown has joined the trend. They have become a part of the sustainable denim leaders such as Denham, Stella McCartney and Triarchy. They have been a part of launching the world’s first biodegradable denim.

Outerknown has launched their Iconoclast high rise skinny, women’s jeans made with Candiani’s Coreva stretch technology constructed using renewable, plant-based rubber in place of the standard petrol-based elastane. The denim portrays a bend of 96% organ cotton and 4% natural rubber to achieve an eco-friendly stretch.

The jeans are officially available for pre-order on the outlooks’s website and retail for $248. The style is available in a light and medium wash denim in sizes varying from 24-32.

The brand is still considered new in the women’s space as they launched their first women’s collection in 2019. The company has been responsible for manufacturers since 2015 and was founded by a 11-time champion surfer Kelly Slater and designer John Moor to create a positive change throughout the fashion industry. In the 2019 collection 90% of the fibers used in the collection was recycled, regenerated or organic. The company was also an early investor in Econyl recycled nylon that converted ocean plastic into new material for fashion.

In 2019, Outerknown launched its denim made with cottonseed hemp through its collaboration with Levi’s. 

Slater stated that the company took sustainability very seriously and wasn’t a marketing slogan or something that is taken lightly. Earlier this year Outerknown announced it would become 100% circular by 2030. This implies that the company will undertake to use 100% circular materials and trims and ensure all products are either biodegradable or recyclable. The company has plans to launch a renewed category and platform that will include resale, repair and recycling.